Bulmers is adding a canned cider to the fast growing organic market. This is the first organic cider to go straight into a 440ml can. It has 4.5% abv and will retail at £1, giving it a 15p premium over mainstream ciders. Sales of the organic food and drink sector are growing at 40% and Bulmers anticipates it will be worth £1bn. It is targeting the young, health conscious women who are driving this market. Marketing manager Clare Cotton said: "Most organic brands position themselves as earthy and worthy but our product is positioned just as simple, natural refreshment." The company is sourcing it organic juice on the open market but has started a Soil Association registration scheme to convert 1,000 acres of traditional Herefordshire cider orchards to organic. {{DRINKS }}